In response to the most recent survey knowledge from Piper Sandler, which contains responses from over 14,500 US teenagers, TikTok is their main social app of selection, dwarfing Instagram, Fb and Twitter, which all proceed to say no in teen choice.

As you’ll be able to see on this chart (by way of Advertising and marketing Charts), Snapchat additionally stays comparatively widespread with teen customers, although it has misplaced some floor, as TikTok has gained, whereas Instagram has dropped considerably since its peak in 2019.

In fact, that is nothing new – Meta itself has performed inside stories which present that it’s shedding floor with youthful audiences, a component that it’s made a excessive precedence to deal with transferring ahead.

How, precisely, Meta plans to halt that decline is difficult to say, however it appears to consider that creating extra alternative for creators, and engaging extra web stars throughout to its apps, may very well be a key solution to lure extra kids again to its platforms.

However I’m undecided that’s going to work out, whereas Reels, which has turn into more and more widespread on IG and Fb, can be not fairly nearly as good as TikTok is at retaining consumer consideration.

But, Meta wants younger customers to stay related. It is aware of in addition to anybody that it was initially capable of usurp MySpace because the main social media platform as a result of it received over youthful customers, which sparked a mass migration to its app.

Meta additionally wants kids to be engaged for its broader metaverse push – as a result of in the event that they don’t assume the metaverse is cool, it’s arduous to think about anybody else goes to both. It’s additionally these youthful customers who already spend their time interacting in metaverse-like areas, like Roblox and Fortnite, which is vital to defining the subsequent stage.

Meta wants them, however proper now, primarily based on charts like this, it more and more looks as if kids don’t want Meta.

It is a key pattern to notice, each for quick advertising and marketing, in reaching younger audiences, and longer-term shifts.

You may learn Piper Sandler’s full ‘Taking Inventory with Teenagers’ report for Fall 2022 right here.